sanders partee helped start the company three years ago with one customer, red top cab in northern virginia. its c.o.o., george pakidis, says its a hit. already one out of ten of his customers book rides that way. >> the idea that a client can reach us through the web, they can call us from their smart phone, they can text us, it's just user friendly. >> reporter: taximagic software can help take the load off a cab company's dispatch system. >> if you can see on the phone where the cab is on it's way to pick you up, you're less likely to call the operator and say, "dude, where's my car?" >> reporter: taximagic began with a business plan to integrate taxi charges into expense account software. but when it launched the taximagic smart phone app, things really took off. the service is now available in 30 metro areas, including san francisco, chicago and los angeles. >> i don't think we would be here if there wasn't such a thing as the iphone. our business was nice of the blackberry and nice on the web, but when the iphone came out was when everything went crazy. >> reporter: and just as everyt